FAQs
Log in
MyCIM
It's a marathon, not a sprint
- 22 April 2025
Beyond the finish line, the Boston and London Marathons in April present significant opportunities for marketers. The CIM team examines the evolving landscape of sponsorship, the increasing importance of sustainability, and innovative approaches to engaging the vast crowds they attract.
There's something special about city marathons, and this month, the streets of Boston and London will become global stages for two of the world's most iconic races.
Besides being major personal milestones for the runners, these events have become powerful platforms for brand storytelling and community engagement.
For marketers, sporting events like these are an opportunity to build genuine emotional connections with hugely diverse and highly motivated audiences—both on the ground and online. From immersive activations and purpose-led storytelling to a wave of user-generated content, marathons now require a more thoughtful, experience-driven approach.
As Ishveen Jolly, founder of OpenSponsorship, says: "Marathons like Boston and London are storytelling goldmines. They're not just races, but collective expressions of endurance, resilience, and community."
In this article, we explore how leading brands are making their mark at these large-scale sporting events.
Rethinking sponsorship
Sponsorships often revolve around logo placement and visibility, but at marathons like Boston and London, the best partnerships go much deeper.
"Partnerships work best when they feel personal," says Jolly. "Adidas' long-standing sponsorship of the Boston Marathon is a great example, not just in supplying performance gear, but in co-creating digital experiences like custom race posters or limited-edition merch tied to bib numbers. These small touches turn runners into brand advocates."
Value doesn't just come from visibility; the emotional connection is really important, and brands that recognise this will naturally gain more loyalty.
- 0 views
